Following the endorsements by The Great Khali and Big B, the Indian cement industry has enlisted two additional celebrities to bolster its growth.
Among the top four companies commanding over half of India’s market share, two have engaged Shah Rukh Khan and Sunny Deol in a competition. Shree Cement, one of them, has also rebranded itself, with Bangur as its flagship brand.
This renewed focus on expanding its reach and image reflects two trends: the anticipated surge in cement demand and the shift in consumer demographics.
India’s cement demand is anticipated to climb by approximately 8 per cent in the current financial year. Some leading cement producers aim to outperform the industry during the same period.
During a recent investor call, top executives from Shree Cement revealed the appointment of Bollywood actor Sunny Deol as the brand ambassador. The executives highlighted the successful introduction of a disruptive advertising campaign to the market with Deol.
Deol is portrayed breaking walls in a Shree Cement commercial until he encounters his match in a wall built with ‘Bangur Cement’, Shree’s new brand name.
Shree Cement’s strategic use of Deol’s macho image aligns with the metaphorical advertising playbook of the cement industry.
Adani’s ACC-Ambuja Cements, a close competitor to Shree Cement, reintroduced Wrestler Dalip Singh Rana (The Great Khali) in its commercials last year, emphasizing the brand’s core positioning of ‘durability’.
Meanwhile, UltraTech Cement, the country’s largest cement manufacturer, took a less conventional approach.
In January, UltraTech Cement launched a new television commercial featuring Shah Rukh Khan, focusing on India’s growth story. Khan’s wide appeal across various segments, including cement users, masons, contractors, engineers, and home-buyers, makes him a fitting choice for UltraTech’s diverse audience.
UltraTech’s messaging, ‘Banega India, toh Badega India’ (If India builds, it will grow), reflects the evolving demand trends for cement makers in the country, shifting from strength to India’s growth narrative.
The evolving demand trends for cement makers in India indicate a shift in consumption patterns, with the highest growth expected from India’s infrastructure story.
